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Symphonies
are becoming increasingly aware that the average age of their patrons and
ticket buyers are aging, with no real increase in getting a younger generation
of symphony goers to replace them. Why??? It comes down to how we communicate
with this younger generation. If your
concert hall does not have people under the age of 35, it is because of the
culture you have established. They do not feel comfortable in your hall and until
they do, they have no desire to attend your concerts. This is, of course, a generalization, but
overall, people under the age of 35 have a few things in common that we need to
be aware of in order to effectively market to them. There
are roughly 79 million Millennials in the United States—25 percent of the
population. The Millennials exceed the number of Baby Boomers (often their
parents) by about 3 million. They have been through two recessions: one at the
beginning of the millennium, another in the great recession caused by the mortgage
crisis in 2009.…